Fine print matters. While it sounds (and is) obvious, we have seen some recent challenges in web hosting and development agreements that have significantly inhibited some businesses. While these are certainly exceptions to the norm, it is worth mentioning to help avoid a major headache, or worse.
Here are three recent real-life examples: clauses triggering automatic annual web hosting contract renewals 90 days out; no direct client access to their website; and not actually owning the web content produced for your site.
None of these organizations knew they faced these challenges until they dug into the legal language in their contracts. They were mad and frustrated at the restrictions and at themselves.
One company wanted to switch web hosts but found a 90-day renewal clause had kicked in just a few days before. That hosting company did not offer more sophisticated SEO/GEO/AEO services. So, they may have to pay for a year of hosting to move to a new partner who can make the updates required in today’s AI-influenced landscape.
The second company did not have staff with skills to make website updates and tapped their hosting partner to make all updates. However, when they came to us about a digital marketing campaign, they learned that their contract did not give them direct access to the site.
The most egregious one is when the company that originally built the website and now hosts it included language to state that they owned all content they produced. The client, who paid a lot of money for the site, technically would have to start fresh with not only copy, but any design and imagery produced as part of the website build. This handcuffed the company to face a five-figure choice when wanting to exit the contract.
Each scenario limited companies’ ability to pivot quickly, and resolving it meant either significant cost to overcome or compromising to not work with a partner of choice but with a vendor by contract.
A company website is more than just an informational hub these days. The content, metatags, keywords, structure, and core messaging are crafted to be found and recognized by search engines. Many website hosting companies have expanded their traditional services to include digital marketing, including SEO/GEO/AEO. Having a single partner provide the level of integrated services can be advantageous and create efficiencies.
Caveat emptor applies. Red flags to watch for: contracts where the agency retains copyright on custom content they produced for you, holds your domain or hosting hostage, or requires ongoing fees to “keep” your site. These practices exist but are not industry standard and generally signal a problematic relationship.
For the record, we strongly believe that all clients own the content we create for them. And all clients should be allowed to move to different providers with reasonable notification. Reputation management is at stake and should never be under-estimated.
